Priceline CEO adds chairman role By Danny King / October 16, 2012 Share 1 -- Priceline CEO Jeffery Boyd will also assume the role of chairman after Ralph Bahna steps down in January. Bahna helped found Priceline and has been its chairman since 2004. His previous experience includes serving as CEO of Cunard Line and as an executive with TWA. Boyd has been Priceline’s CEO since 2002. Priceline in 2010 leapfrogged Expedia to become the world’s largest online travel agency by sales, though Expedia remains the largest in terms of U.S. bookings. Priceline also said Thomas Rothman will become its new director, effective Jan. 1. Rothman recently departed as CEO of Fox Filmed Entertainment. Follow Danny King on Twitter @dktravelweekly.